Create an exciting, multi-brand activation for Procter & Gamble at the NFL Experience during Super Bowl week to generate awareness, inspire consumer engagement, and distribute product samples.

Allied Experiential designed and produced “Fumble Frenzy,” a six-person game that rewarded players who recovered the most footballs. The set also included a custom, shoppable P&G product display wall and sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.

Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide.  Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds.  Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV.  Professional sports announcers and a roaming emcee introduced each player and called each game. Brand Ambassadors and Cheerleaders managed the crowds, totalling almost 100,000 people, and pumped up the players.  In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette, and Pampers products to take home.  

More than 75,582 fans attended the event.  Approximately 4,000 people played “Fumble Frenzy” and 40,000 sample bags were distributed.